CAMPAIGNS: Cyber-crimes offer NA web security edge - Media Relations

Client: Network Associates

PR Team: Bite Communications

Campaign: Trial of cyber criminal Raphael Gray

Timescale: July

Budget: Approx £2,000



Raphael Gray (aka Curador) is an 18-year-old internet hacker from rural

Wales who stole the credit card details of 26,000 people from insecure

e-commerce sites and posted them on the internet.



Most famously, Gray bought a box of Viagra for Bill Gates and sent them

to his Microsoft HQ. An FBI manhunt finally tracked Gray down last

winter and he faced sentence at Swansea Crown Court on 6 July. The FBI

estimates that he cost the dot.com industry around £2m.



Objectives



To position Network Associates (NA) as an expert on cyber-crime and

offer reactive comment for a high-profile security case in a targeted

broadcast campaign.



Strategy and Plan



Before the sentencing, NA monitored the development of the case and

created the angle to present to the press.



The Raphael Gray case was a classic example of the danger of putting

credit card details across the internet and the story had all the

ingredients for a landmark case for British internet crime.



Bite's plan was to piggyback on the news story and offer comment from NA

internet security expert, Jack Clark. The angle for the story for NA was

two-fold: should cyber-crime be dealt with in the same way as

traditional fraud or theft; and when does an internet prankster become a

cyber criminal?



Clark carried out a host of live and recorded broadcast interviews in

the run-up to the trial - including a day spent filming with the BBC at

NA security research laboratories in Berkshire.



Gray received a three-year rehabilitation order - a minor sentence in

relation to the media interest.



Measurement and Evaluation



The campaign generated huge broadcast coverage on the day of the trial

with NA appearing extensively across BBC Radio and TV. Clark appeared on

Sky News.



Results



The campaign demonstrated the power of reacting to current news events

and offering authoritative comment from industry experts.



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